Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 7 Wednesday—October 5, 2011 CHAPTER 7—COMMUNICATION AND MEASUREMENT Communication What we tend to see o The “c” in the RACE acronym o 3rd step in the process Execution phase Goals of communication o Inform o Persuade o Motivate o Achieve mutual understanding Vitiate o How are we going to do it Effective communication o Perceive message o Process message and perception o Communication tools effective and appropriate for message Flyers etc. Public Relations Perspective 5 things to keep in mind o 1—message exposure Various formats used to get the message out o 2—accurate dissemination of message o 3—acceptance of message o 4—attitude change o 5—change on overall behavior The message you send out dictates the response you receive Receiving the message Communication model o Speaker Encoder o Listener Decoder o Loop process Speaker message channel listener feedback o Situation/interference 2-way communication o Symmetrical & asymmetrical
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Symmetric Use feedback t better themselves Asymmetric Just get feedback to have it Paying Attention to the Message Theoretical perspectives o Media uses & gratification theory Media wants to inform you or coerce you into action o Audience segmentation Passive and active audiences Passive—got to do something to get their attention Active—info seekers Understanding the Message Effective use of language Writing for clarity Use of symbolic acronyms & slogans Avoid o Jargon Phrases only certain groups know o Clichés & hype words o Euphemisms Form of double speak o Discriminatory language The Message Believing it o Source of credibility
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 7


This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online